The New And Transformative Brand Building Process

932 Words Oct 20th, 2015 4 Pages
JWT and NSLIJ have forged a new partnership to create a stronger, more prominent marketing presence for the newly formed Northwell Health (nee NSLIJ), a health care system of 21 hospitals, 450 facilities and 61,000 employees. Often referred to as the sleeping giant, once positioned in the marketplace, Northwell Health will be a powerful brand force that has the potential to shake up the tri-state healthcare landscape. The new and transformative Brand Idea is Living Breakthroughs.

As the next step in the brand building process, the marketing team has taken this will powerful Brand Idea and built-out two key creative territories. Each territory is represented by a few key creative “adcepts” designed to bring that creative area to life.

In order to help the team determine which territory offers the most promise, the team would like to gauge consumer and professional reaction to these different creative directions.

Two territories
Revolution of One
Look North
Both territories clearly communicated that NSLIJ hospitals are becoming Northwell. This was a more meaningful and relevant change in Long Island, where NSLIJ has a dominant presence that is anchored in offering better care than surrounding hospitals. In NYC, the territories piqued interest in what was still seen as Long Island based hospitals, but a few locals knew that Lenox Hill was part of the NSLIJ network.
True to the brief, both areas carved out a differentiating territory for Northwell Health. Look North…

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